13 Marketing Communication Mix Flashcards
What is the strong theory if Advertising? (AIDA)
Awareness
Interest
Desire
Action
What are ethical issues in advertising?
Advertising to under 18 year olds
Misleading advertising
Advertising’s influenxe on society’s values
What are the steps to develop an advertising strategy? (6)
- Marketing Strategy
- Identifying/Understanding target audience
- Define advertising objectives
- Set advertisement budget
- Execute campqign
- Evaluate advertising effectiveness
Name different media channels.
Broadcast: Television & Radio
Print: Newspaper, magazines
Digital: Websites
Social: Networks, blogs
Which 3 factors are important for media consideration?
Cost
Audience
Characteristics
Compare Media and so-calles “vehicles”.
Media = General communication methods that carry advertising messages (TV, newspaper…)
Vehicle = Specific broadcast programme/print choice in which advertisements are placed, e.g. Late Night Show or Irish Times
What needs to be considered when selecting media? (5)
Creative factors
Advertising budget
Relative cost per opportunity
Competitive activity
Opinions of the retail trade
Pros and Cons of TV advertisement
+Range
+Humor
+Dynamism because of video
+ Unique demonstration
-Cost
-Zipping/Zapping
-Erosion of audience
Pros and Cons of Radio advertisement
+Speed and flexibility
+Cost
+Out of home audience, segmented audiences
-low attention
-one-dimensional
-limited geographic coverage
Pros and Cons of magazines/newspapers
+Detailed information
+Timeliness
-Short life
-Clutter of competing campaignes
-Cost
Advertising can… (3)
Inform
Persuade
Remind
On what 7 factors can positioning using advertising be based?
- Customer benefits
- Price
- Product Use
- Product User
- Product class
- Symbols
- Competition
Name some execution styles for advertisement.
Lifestyle
Fantasy
Mood or image
Musical
Testimonial
